Europe touts benefits of diesel

NEW YORK

With diesel prices down and drivers increasingly focused on getting the most out of every drop of fuel, some European automakers think the U.S. market may finally be ready to embrace diesel cars.

The smelly, dirty and unreliable diesels many American drivers remember disappeared from dealers’ showrooms decades ago. And many Americans don’t realize new “clean diesels” can be nearly as efficient as gas-electric hybrids, while still offering better performance and the reliable simplicity of the internal-combustion engine.

“There’s a big education to do here,” said Mark Barnes, Volkswagen of America’s chief operating officer. “The average American doesn’t have a clue about the benefits of diesel. There are a lot of myths we need to dispel.”

Mr. Barnes pointed to the company’s Jetta TDI, which gets about 40 miles per gallon in freeway driving, according to the Environmental Protection Agency. A trained driver can push that into the high 50s, he said.

In terms of pure mileage, hybrids such as Toyota’s popular Prius still do better, particularly in city driving. Yet the Jetta doesn’t sacrifice the acceleration and power that are important to many drivers. With an automatic transmission, it can go from zero to 60 mph in 8.2 seconds, while the 2010 Prius takes 9.8 seconds.

That makes diesel a key for automakers - such as Audi, Mercedes-Benz, BMW and Volkswagen - which are eager to offer extra efficiency in the luxury car market. On average, drivers get 20 percent to 40 percent better mileage with diesel fuel, along with 50 percent more power.

The extra mileage is what Meghan Lee, 27, still loves about her 2004 Jetta TDI five years after she first bought it.

The public relations professional from San Francisco had her heart set on buying a white Jetta when she graduated from college, but all she could find was the diesel version. After much debate and research, she made the switch from gasoline, and it still turns heads when she fills up.

“People look at me and say, ’You know that’s diesel right?’ because it’s a small car and I’m a girl,” Ms. Lee said.

“It’s been a learning experience with all my friends and family,” she said. “When we’re on a road trip, we’ll take my car because it’s so affordable.”

At the New York International Auto Show, which runs through Sunday, Mercedes debuted its GL350 BlueTEC, a seven-seat sport utility vehicle with a diesel engine that improves fuel economy by 20 percent to 30 percent.

Audi showed off its Q7 diesel SUV, which is set to reach U.S. showrooms in the next few weeks, with 27 mpg on the highway. Its V-6 engine will produce 225 horsepower and 406 foot-pounds of torque, giving it more power than a V-8, according to Audi.

“This car proves there is no compromise between high performance and higher fuel efficiency and, of course, lower emissions,” said Gunter Schiele, Audi’s head of TDI development.

Audi plans to follow up the Q7’s launch later this year with the A3 TDI, a sedan expected to get 44 mpg on the highway.

One of the largest hurdles for diesel has been the higher cost compared with gas models.

Because diesel engines are more expensive to produce, those models traditionally carry a premium of a few thousand dollars. When the United States began the change to ultralow sulfur diesel fuel two years ago and the cost of diesel fuel jumped, it made it tougher for drivers to recoup the upfront cost.

But retail diesel fuel prices have dropped in recent months, partly because the economic slump has reduced demand from the shipping industry, said Geoff Sundstrom, a spokesman for auto club AAA.

Diesel now costs about the same as the premium gas usually required in a luxury vehicle.

In addition, buyers of many diesel vehicles are now eligible for federal tax credits. For example, Volkswagen’s diesel Jetta and Touareg models are eligible for credits of up to $1,300, while an Audi Q7 qualifies for up to $1,500.